• Understand the primary disciplines, functions and objectives of organizational communication as they relate to targeted stakeholder groups.
• Demonstrate how commonly accepted communication models, theories, precedents, and best practices help guide corporate strategy and management decision-making.
• Explain how globalization, greater consumer access to corporate information, and other factors are reshaping the communication disciplines and heightening their importance.
• Identify potential communication challenges and opportunities in different business scenarios and apply the knowledge gained in this course to develop strategies, tactics, and other aspects of an organizational communication/reputation management plan.

This course explores the increasingly important and evolving role of organizational communication and reputation management in today's business environment. Supported by theories, models, precedents, best practices, and case studies, the curriculum focuses on the six primary communication disciplines that contribute to stakeholder relationships, corporate decision-making, and issues management. These disciplines include media relations, employee relations, investor relations, government relations, community relations, and crisis management.  Through lectures, readings, discussion, and some role-play exercises, students become familiar with the fundamentals of organizational communication. They gain further insight by analyzing how companies address social trends, cultural imperatives, competitive challenges, and unexpected controversies – and apply targeted communication strategies and tactics – to build ”reputation capital.”

Class 1: Historical and current perspectives on organizational communication and reputation management

Class 2: Overview of issues management and stakeholder relations in an organizational communication context

Class 3: Communication disciplines: media relations, investor relations, government relations

Class 4: Communication disciplines: employee relations, community relations, crisis management

Class 5: Reputation management: theories, precedents, strategies, tactics (part 1)

Class 6: Reputation management: theories, precedents, strategies, tactics (part 2) 

feedback activity: student role-play exercises with instructor and peer critiques

Class 7: Corporate social responsibility and sustainability

Class 8: Reputation management planning and measurement

Class 9: Communication leadership and authenticity

Class 10: Emerging organizational communication and reputation management trends: opportunities and challenges

Class 11: Comprehensive review

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 1 in order to 'jump-start' the learning process.

Feedback Activity: A feedback activity defined by the course instructor will take place approx. half-way through the course.

Course timetable is available on http://www.cbs.dk/uddannelse/summer-university-programme/courses.

John Doorley, and Heilo Fred Garcia. (2015). Reputation Management: The Key to Successful Public Relations and Corporate Communication. 3rd Edition. Routledge.